Harvard case wal mart stores inc

On its face, of course, that is just the opposite of a uniform employment practice that would provide the commonality needed for a class action; it is a policy against having uniform employment practices. It is also a very common and presumptively reasonable way of doing business—one that we have said "should itself raise no inference of discriminatory conduct," Watson v.

Harvard case wal mart stores inc

To qualify for the web-based point-of-purchase study, the respondent must also have 1 used the Internet in the past month to search for information about products or services and 2 either a in the past year used the Internet to buy or search for information about bumper stickers, t-shirts or coffee mugs with words, symbols or designs on them, or b in the coming year would consider buying over the Internet bumper stickers, t-shirts or coffee mugs with words, symbols or designs on them.

Smith counters that it was overly broad. A survey respondent who purchases bumper stickers, t-shirts or coffee mugs with words, symbols or designs on them may buy such merchandise because the imprint represents his or her school, company, favorite sports team, cartoon character, social group, or any of hundreds of other interests or affiliations; he or she may have no interest at all in purchasing merchandise containing messages about Wal-Mart, pro or con.

The court found that the universe was overbroad because the screener had not limited it to dieters, but also had included respondents who may have tried to lose weight by exercise only.

The court concluded that as a result the survey likely included respondents who were not potential consumers, and because "[r]espondents who are not potential consumers may well be less likely to be aware of and to make relevant distinctions when reading ads than those who are potential consumers," that portion of the survey universe may have failed to make "crucial" distinctions in Harvard case wal mart stores inc likelihood of confusion testing.

Similarly, in Leelanau Wine Cellars, F. The survey expert defined [] the universe as Michigan consumers over twenty-one years of age who had either purchased a bottle of wine in the five-to-fourteen dollar price range in the last three months or who expected to purchase a bottle of wine in that price range in the next three months.

Wal-Mart does not contradict the expert testimony Smith proffers regarding consumer Internet behavior but instead maintains that it is irrelevant. The respondent was asked to pretend that the resulting web page was of interest and to act accordingly looking at the page and scrolling through it as the respondent would "normally" doand then was directed to scroll down the page, below the first screen, and click on a specific t-shirt link.

The respondent was not asked what message he or she took from the website or whether the website was in fact of interest. The survey protocol also gave the respondent no choice but to scroll down to the next screen and click on the t-shirt link, the only live link in the simulation.

A great majority of Internet users arrive at a particular website after searching specific terms via an Internet search engine or by following links from another website. The user makes a judgment based on contextual cues what is shown about a prospective website from the text of a search result or what is said about a prospective website in the hyperlinked words and surrounding text of the website currently being viewed in determining where to surf next.

He moves from website to website, he moves within websites, and he performs Harvard case wal mart stores inc such as signing a petition or buying a product by making choices based on what he sees and whether what he sees leads him to believe that going to the next page or following a link to another website will bring him to something he is interested in seeing, doing or buying.

Other courts have similarly criticized surveys that failed to adequately replicate the shopping experience. Actual purchasers of a boat would not hastily read an advertisement, nor would a potential purchaser read it carelessly. A reasonable person who was considering buying a t-shirt that references Al-Qaeda or the Holocaust would likely read the associated webpage at least well enough to see the harsh criticism of Wal-Mart and the prominent disclaimer dispelling any notion of a possible association with the company.

Wal-Mart is of dubious value as proof of consumer confusion both because its survey universe was over-inclusive [] and because its design failed to approximate real-world marketplace conditions.

Jacoby failed to screen the respondents to ensure that they would likely be aware of and make relevant distinctions concerning the specific product. See Weight Watchers, F. Therefore, the Court must consider these flaws in determining whether the survey is admissible and, if so, what evidentiary weight to afford it.

Structural Flaws Smith further alleges that the Jacoby study suffers from several structural flaws that diminish the trustworthiness of the results of both the web-based point-of-sale portion and the post-purchase t-shirt portion of the survey.

He contends that 1 both the structure of the survey and the wording of several questions suggested the answers Wal-Mart wanted, and 2 the survey results should not be presumed to represent consumer reaction to any of the challenged merchandise that was not actually tested.

Teach is an emeritus marketing professor and former dean at the Georgia Tech School of Business who has designed and conducted over one hundred surveys, including about fifty buyer surveys, and has taught survey methodology, statistics and related courses.

It is true that Teach has no experience evaluating the merits of trademark infringement or dilution claims. The guide is not specifically devoted to apparel surveys or even trademark surveys; instead, it sets forth considerations by which a court may assess the validity and reliability of surveys generally.

Similarly, a general survey expert can look at the questions being asked and compare them with the stated objectives that the survey is supposed to be testing and opine as to whether there is a good fit between question and objective, or whether the question may be biased or misleading.

The parties agree that double-blind conditions are essential because if the respondents know what the interviewer wants, they may try to please the interviewer by giving the desired answer, and if the interviewer knows what his employer wants, he may [] consciously or unconsciously bias the survey through variations in the wording or the tone of his questions.

Similarly, if the respondent did not give any of those four names in response to the first three questions, the interviewer was directed to ask "what other companies or stores" the stimulus t-shirt brought to mind, and only if the respondent answered with one of the four names was the interviewer to ask question five, the dilution question.

The text on both of the tested t-shirts began with the prefix "Wal," and Wal-Mart was the only one of the four listed names that began with that prefix. Smith argues that this series of questions combined with the t-shirt stimulus subtly informed the interviewers not only that a store name was desired, but also that a particular store name Wal-Mart was sought.

Thus, Smith contends, because the survey failed to meet the double-blind requirement, it was not conducted in an objective manner and must be excluded for what must therefore be biased results; See REFERENCE MANUAL at noting that poorly formed questions may lead to distorted responses and increased error and therefore may be the basis for rejecting a survey " Wal-Mart argues that the skip patterns followed proper protocol and that even if the interviewers guessed that Wal-Mart was involved, there could be no risk of bias because 1 interviewers are professionally trained and adhere to extremely high ethical standards, and 2 it was impossible to determine from the design of the study who sponsored the study and for which aide of a dispute the survey evidence was to be proffered.

Based on the facts that 1 both of the tested t-shirts include the prefix "Wal" and 2 the only store on the specified list of four that included that same prefix was Wal-Mart, it is safe to surmise that the interviewers at least suspected that Wal-Mart was involved in the survey in some manner.

Aside from a common sense assumption that the party with deep pockets and reason to be insulted by the tested concepts was likely to have sponsored the research, however, the interviewers had no way to know who was the proponent of the research and who was the opponent.

Thus, although the survey design may have breached generally accepted double-blind protocol to some degree, because the breach offered little risk of bias toward one party or the other the Court finds this issue to be of little import in its trustworthiness determination.

The Court agrees with Smith that the disputed questions improperly led respondents to limit their answers to companies or stores. Though Smith did offer his merchandise through his CafePress webstore, as Wal-Mart argues, the Court finds this characterization disingenuous; the party Wal-Mart sued for offering the Walocaust and Wal-Qaeda merchandise for sale is not a company or a store, but instead Charles Smith, an individual.

Furthermore, Wal-Mart has failed to point to any authority supporting the use of the "company or store" language in a consumer "likelihood of confusion" apparel survey or any such surveys previously conducted by Jacoby.

Harvard case wal mart stores inc

Thus, the Court must consider this weakness in determining the admissibility or evidentiary weight to be accorded the survey. At his deposition, however, he stated that because the tested shirts were "reasonably representative" of all the shirts that included the prefix "Wal" and the star, as in Walocaust, or the prefix "Wal" and a hyphen, as in Wal-Qaeda, his results could be extrapolated from the tested t-shirts to all of the challenged t-shirts that shared those features.

Applying the same reasoning, the Court finds that test results from one Walocaust or Wal-Qaeda t-shirt provide no data upon which to estimate consumer confusion regarding another Walocaust or Wal-Qaeda t-shirt.

It is true that the majority of surveys presented for litigation purposes do, in fact, include small and non-random samples that are not projectible to the general population or susceptible to evaluations of statistical significance.Wal-Mart Stores Inc case study solution, Wal-Mart Stores Inc case study analysis, Subjects Covered Financial analysis Operations management Strategic positioning by Mary M.

Crossan, Ken Mark Source: Richard Ivey School of Business Founda.

Wal-Mart Stores Inc Case Solution and Analysis, HBS Case Study Solution & Harvard Case Analysis

Focuses on the evolution of Wal-Mart's remarkably successful discount operations and describes the company's more recent attempts to diversify into other businesses.

The company has entered the warehouse club industry with its Sam's Clubs and the grocery business with its Supercenters, a combination supermarket and discount store. Wal-Mart experienced a drop in the value of its stock .

Harvard case wal mart stores inc

Wal-Mart Stores Inc case study solution, Wal-Mart Stores Inc case study analysis, Subjects Covered Financial analysis Operations management Strategic positioning by Mary M. Crossan, Ken Mark Source: Richard Ivey School of Business Founda. The case 'Wal-Mart Stores, Inc.' focuses on the evolution of Wal-Mart's remarkably successful discount operations and describes the company's more recent attempts to diversify into other businesses.

Wal-Mart: The Store Wars case analysis, Wal-Mart: The Store Wars case study solution, Wal-Mart: The Store Wars xls file, Wal-Mart: The Store Wars excel file, Subjects Covered Business policy Conflict management Crisis management Decision making Politics .

Petitioner Wal-Mart Stores, Inc., is one of the Nation's best known retailers, selling among other things children's clothing. In , Wal-Mart contracted with one of its suppliers, Judy-Philippine, Inc., to manufacture a line of children's outfits for sale in the spring/summer season.

Wal-Mart Stores, Inc. v. Samara Brothers, Inc.